David Reviews

 Biting the hand that feeds us since 2002.

Under Armour
"Numbers"
45s
13 July 2016
USA Sportswear

For those of us who struggled with arithmetic at school, this quick-fire commercial for Under Armour may feel like a machine gun volley from your maths teacher. Thanks to films like 'Moneyball' and the sport's overall preoccupation with raw data, numbers have become a major player in professional baseball - but for the likes of Washington Nationals fielder Bryce Harper, big hits trump digits all day long.

Director Aoife McArdle ensures the visuals respond to the VO's breathless recital of Harper's track record with both tenacity and wit; dollar bills, neon signs, folding seats, and team uniforms all tell the story before finally blending into a numerical frenzy which fills the screen.

At the centre of this mathematical maelstrom is Harper, and - while others would wear their career stats as a badge of honour - his sole focus is hearing the thwack of wood on leather time after time.

Another high-intensity commercial from the sportswear brand, this execution concedes that spreadsheets, statistics, and analytics have transformed the sport, but without changing the players' fundamental goals - and making sure their apparel is up to the challenge is a smart play.

Sanex
"Red"

Greg said:


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Under Armour
"Numbers"
45s
13 Jul 2016
For those of us who struggled with arithmetic at school, this quick-fire commercial for Under Armour may feel like a machine gun volley from your maths teacher. Thanks to films like 'Moneyball' and the sport's overall preoccupation with raw data, numbers have become a major player in professional baseball - but for the likes of Washington Nationals fielder Bryce Harper, big hits trump digits all day long.

Under Armour
"Women's Gymnastics"
60s
11 Jul 2016
Under Armour's campaign to salute those who push themselves to the limit before even setting foot in the competitive arena continues with this thumping behind-the-scenes look at the Team USA women's gymnastics team. As with the sportswear brand's haunting profile of swimmer Michael Phelps and his gruelling training regime, this execution examines the building blocks required to create poetry in motion.

Under Armour
"One Push"
60s
25 Apr 2016
Under Armour enlist the vocal talents of Dwayne 'The Rock' Johnson in this engaging ad for their new HealthBox kit. The former WWE wrestler and general advocate of grabbing life by the unmentionables describes how pushing a button can set off a myriad of events in modern life, but a tap of the screen isn't always enough - you need to get the rest of those muscles working as well. With competitors like Fitbit in its sights, the ad makes a visually striking play for fitness junkies' attention.

Under Armour
"Michael Phelps"
90s
8 Mar 2016
A glance at Michael Phelps's CV is enough to make anyone feel as though they're doggy paddling through life. A veteran of three Olympiads with twenty two medals to show for it, and all by the age of thirty. As this brutal, brilliant ad for Under Armour shows, the broadest shoulders in swimming bear a weight that borders on the superhuman.

Under Armour
"Slay Your Next Giant"
30s
27 Sep 2015
Manchester United's Memphis Depay is just one of the giant slayers Under Armour wants to push to the next level. Whether it's playing in front of your parents or stepping out in front of 75,000 fans, every player has an obstacle to clear. Once that's beaten, well done - it's now on to the next challenge. Steely, eye-catching work from a brand gradually becoming synonymous with UK football.

Under Armour
"Rule Yourself"
60s
25 Aug 2015
Philip Glass's 'Knee Play 1' provides the music, Wally Pfister provides the photography and the direction; The Mill provide the VFX; the opening ceremony of the Beijing Olympics provides the inspiration... and the outcome is spectacular. There is an idea behind this but it plays second fiddle to the visual impact - this time the means justify the ends rather than the other way round.

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David Reviews - Lovely Lenzie Ltd, Woodbourne House, Seven Sisters, Lenzie, G66 3AW. Telephone: +44 141 776 7766. Editor: Jason Stone.